>...friend told me that the institution she is currently >working for is contemplating a name change for a variety of reasons. She >wanted to know what other people in the profession thought of such action. ... >Jay Smith, Executive Director, Reno County Museum, Hutchinson, Kansas SOME TIPS: * KISS (keep it simple s____.) * Institutional name should be SHORT and sweet. * ONE name (when you make the change, make it completely) * ONE logo * Logo should be SIMPLE and clearly discernable from a distance (e.g. if used as a membership decal on the rear window of your car, can a motorist following you determine what it is without rear-ending you?) * Be CONSISTENT ! A GOOD EXAMPLE - SCIENCE WORLD, VANCOUVER, BC, CANADA: Science World is a good example of an identity change that was done well. Their old name was "Arts, Sciences and Technology Centre". When they moved to a new facility they made the complete name change to "Science World" and came up with a new logo in be the shape of their new home, a golf ball shaped building that was so prominent at Expo 86. Their marketing has been extremely consistent and successful over the years and they now have a well known and clear image. Web: hhtp://www.scienceworld.bc.ca e-mail: [log in to unmask] I also have stories about other institutions that changed their names less successfully. If interested contact me at e-mail address below off line. Colin Macgregor Stevens Curator Burnaby Village Museum Burnaby BC CANADA [log in to unmask]